When students will have the English-language PDF of this succinct Case in a coursepack, they will likewise have the choice to acquire an audio version. Flare Fragrances, a maker of fragrances for ladies, deals with a growth obstacle in a hard financial environment. CEO Joely Patterson describes 2 growth opportunities for her marketing personnel to examine. One includes releasing a brand-new fragrance - and potentially separating it from the reliable "umbrella brand name" that makes up Flare's other aromas; the other includes growing Flare's penetration into the pharmacy channel.
In Patterson's view, the company can pursue the very first chance, the 2nd, or both - however it needs to do something. In assisting Patterson to evaluate the opportunities, the marketing group need to think about a vast array of elements, consisting of brand name management, customer demographics, and placing and pricing dilemmas.
The case needs students to finish a quantitative project as part of case analysis. Key subjects consist of line of product management, item positioning, and brand-new item launch.
PUBLICATION DATE: May 05, 2010 PRODUCT #: 4550-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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